~ helping brands tell their China story ~

We Connect Destinations & Travellers.
We Convert Interest into Bookings.

We're a boutique consultancy that helps global tourism brands navigate the Chinese consumer landscape — from Xiaohongshu strategy to cross-cultural storytelling. Based in Vancouver, rooted in both worlds.

Start a Conversation → Read Our Insights
LA Desert Hills Outlet XHS Post
Whistler Scandinave Spa XHS Post
Route 66 Road Trip XHS Post
10+
Years in Tourism Marketing
and still learning every day
2
Markets We Call Home
China & North America
100%
Boutique Service
small team, big attention to detail

About the Founder

"I started this agency because I saw too many tourism brands struggle with China — not because the market is impossible, but because the advice they were getting was generic, outdated, or just... wrong.

We do things differently. Strategies are built from scratch, grounded in real research and real experience across China and North America. We focus on custom solutions — honest work that actually moves the needle."

— Carrie Zhou Senior Travel Strategist & Founder CncDestination

How We Work

01

Hands-On, Start to Finish

Carrie is personally involved in your project, ensuring thoughtful strategy and consistent execution throughout.

02

Partnership, Not Projects

We build long-term relationships, not one-off engagements. Your goals become our goals as we work together.

03

We Actually Care

Driven by genuine passion for the tourism industry, we focus on delivering meaningful results — not just ticking boxes.

What We Do

Connecting travel brands with the global Chinese community — turning interest into arrivals and spend.

↓ each service is tailored to your specific brand needs ↓

01

GTM Strategy

Market entry roadmaps for tourism boards and hospitality groups looking at China and the North American Chinese community. We focus on turning brand vision into a viable path on the ground.

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02

Local Platform Growth

Specialized growth on RED (Xiaohongshu) and other core ecosystems. We bypass vanity metrics, using high-quality content and community seeding to link destination awareness with travel decisions.

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03

Cross-Cultural Narrative

More than translation. We rewrite your brand’s core values for the modern Chinese traveler, ensuring your global identity stays intact while finding the right local rhythm.

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04

On-site Activation & Tailored Services

Your hands-on partner for physical touchpoints. From Roadshows and Trade Shows to Private Events, we handle the networking and execution for your global or local activations.

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Insights & Perspectives

Our take on destination marketing, traveler behavior, and the trends shaping China's travel industry

Case Study Jan 2025

Why Most Destination Marketing Fails Chinese Travelers

A deep dive into the common pitfalls destinations make when targeting Chinese audiences — and how to avoid them.

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Trend Analysis Dec 2024

Xiaohongshu's Algorithm Update: What DMOs Need to Know

How recent platform changes affect destination visibility and what strategies still work in 2025.

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Hot Take Nov 2024

The Problem with Cookie-Cutter Campaigns

Why templated social media strategies hurt more than help — and what to do instead.

Read More →
What content resonates with Chinese travelers?
How can we grow our brand on Xiaohongshu?
What else can we do to attract Chinese tourists?
we'd love to hear from you ~

Let's talk about your brand.

Email
info[at]cncdestination.com
Or